Boer Watch Automatic Timing Stopwatch Instructions

Model: applicable to CM1010, CM1020, CM1030, CM1052, CM1068, CM2052, CM2068, CM2092, CM2192, CM2098, DC1016, DC1026, DC1028, DC3026
Please refer to the basic description of ‘Automatic Watch Series’ and the following description.

Timekeeping function: first make sure that the crown has returned to position [X] and the chronograph hands have returned to zero.
※ [P1]. The button that controls the ‘Start / Stop’ at the top: This button allows you to start or stop the timing function. Press once to start the central chronograph second hand. When the chronograph second hand makes a full turn on the dial, the chronograph minute hand starts. Press it again to stop the two hands, press the third time hands to resume operation, and so on.
※ [P2]. ​​The button of ‘Call back to zero’ below: After pressing the upper control button [P1] to stop the timer, press the lower button [P2] to return the timer to zero. The callback function of this button can only be used when the chronograph hand stops.
※ Chronograph second hand: Press the upper button [P1] to start or stop the chronograph second hand. Press the [P2] button to return the chronograph second hand to zero.
※ Second hand: Most Bohr chronographs have the seconds dial at nine o’clock, while the second hand dial of the Railway Chief Series Cannonball Chronograph Model (CM1052) and Engineer Hydrocarbon Series Chronograph Volvo Model (CM2098) are rare at three o’clock. Clock position.
※ Cumulative chronograph minute display: Starting from the start of the chronograph, each time the chronograph second hand completes a lap, the chronograph minute display will increase by one unit, thereby displaying how many minutes have elapsed. After the chronograph hand stops, press the button [P2] to return the minute timer to zero.
※ Hours accumulated display: Starting from the start of the chronograph, every two laps of the chronograph minute hand, the hour display of the chronograph will increase by one unit to show how many hours have passed. After the chronograph hand stops, press the button [P2] to return the hour counter to zero.

Introduction Of Breguet Sesame Chain Tourbillon Watch

Breguet Sesame Chain Tourbillon Watch

Breguet Sesame Chain Tourbillon Watch
Innovative keywords: titanium balance, silicon balance spring
Movement: Cal. 569 manual winding tourbillon mechanical movement
Case: Platinum case, diameter 41 mm
Dial: 18K gold-plated silver dial with Mr. Breguet’s signature
Power reserve: 50 hours
Waterproof: 30 meters
Innovation type
Traditional craftsmanship and innovative materials
评论 [Review]
In 2006, Breguet launched the first batch of silicon balance springs and escapements. As the advantages of this innovative material in terms of shock resistance and abrasion resistance have been verified, Breguet has taken the opportunity to promote its use in other important watch styles. Many people regard ‘seed chain’, a traditional technology that has been lost in modern times, as ‘a great invention equal to the tourbillon mechanism’. Today, Breguet not only relocates it to watches, but also uses a variety of new materials with patented technology. Old trees and new flowers, don’t have a flavor.

Big Patek Philippe Fashion Watch Accessories

For men, their clothing or accessories always maintain a single style, especially accessories. So for modern men, watches, cufflinks, handbags and other items have become accessories that embellish and complement their taste and status. Speaking of watches, I believe that watches have an important status for every man. At first, the significance of the watch to us was that it allowed us to control time, progress and efficiency. Nowadays, watches appear in the identity of accessories, playing a role of gold embellishment for our personal taste and status.
   Each of Patek Philippe’s new watches brings surprises and admiration to men. Its exquisite workmanship meets men’s pursuit of taste. Styles and styles that combine fashion and sport, set off cutting-edge fashion elements that modern men also value. And men who have always been careful about colors and dare not dare to try them can also find bright colors in Patek Philippe watches, showing the noble, mature, stable, full of content of men! Patek Philippe watches have created the world’s most respected watch brand with its strong sense of quality, exquisite workmanship, and continuous innovation.
   Watches, as a traditional manual technology industry, have been a reflection of craftsmanship and craftsmanship since ancient times. Today, our sketches of watches have broken through the original restrictions, added more and more technological elements, a variety of new materials have emerged, and the application of avant-garde industrial design even makes you fail to understand the dial! A variety of watches in the watch network show these characteristics. Under the collision of traditional craftsmanship and avant-garde innovation, the watch has been given a new era of life and an extremely pioneering attitude.

Chopard Happy Sport Series

The new HappySport series continues the spirit of this series of prototype watches, with a 36 mm rose gold case and a polished or diamond bezel. The grey guilloché dial complements the 18K rose gold bracelet or the grey matte canvas strap.

   Over the past 25 years, the HappySport series has launched more than 1,000 models. The rich and diverse styles reflect the rich creativity and exquisite craftsmanship of modern watch and jewelry brand Chopard. Four new 18K rose gold models have been added to the collection, with polished or diamond bezels, 18K rose gold bracelets or grey matte canvas straps. The watch is equipped with a guilloché silver dial, exquisite and elegant, pays homage to the traditional decoration of classic watchmaking, and is the ideal background to highlight seven agile diamonds. Smart Diamonds presents a charming ballet for the owners of the HappySport series of watches, corresponding to the wearer’s own body movements.

HappySport watches: a new interpretation of time

   In 1993, Caroline Scheufele, co-president of Chopard, upholding the spirit of advancing with the times, pioneered the combination of stainless steel and diamond to design a sports watch-HappySport series, Called a bold avant-garde innovation. The diamonds on the dial follow the spirit of HappyDiamonds, as dancers freely spin between two layers of sapphire glass, and this unique design quickly made the HappySport series watch the icon of the Geneva brand Chopard. The field is leading.

For more details, please pay attention to the live feature of the Basel Watch Fair:

The So-called Beauty Of Nature Audemars Piguet Audemars Piguet Royal Oak Frost Gold Limited Edition

AUDEMARS PIGUET has once again cooperated with Italian jewelry designer Carolina Bucci to launch the Royal Oak Frost Gold Limited Edition 37 mm gold watch. The faceplate design changes the original Tapisserie check pattern of the Royal Oak series, and is replaced by a dazzling silver mirror with a glittering frosted gold case and strap. It coincides with the designer’s ‘rebellious’ style, and the watch comes to the fore, paying tribute to every modern woman who lives herself and never regrets it.

Audemars Piguet joined hands with Italian jewelry designer Carolina Bucci to launch a new 37mm limited edition Royal Oak Frost Gold series. The model has changed from the traditional Tapisserie checkered decoration to a new design.

Carolina Bucci designed the first frosted gold watch for the brand in 2016 to celebrate the 40 years of the Royal Oak series. The launch of the new watch is limited to 300 pieces, and the new design is evident. Created diamond dust effect on gold for the first time, and became Carolina Bucci’s favorite style. She designed a new case for the watch. The mirror box is inlaid with frosted gold AP, making the box itself a decoration.

The jewelry designed by Carolina Butch is transcendental. Because it perfectly reflects the maverick spirit, her designs have repeatedly won the hearts of celebrities, and often appear in hot fashion such as Vogue, Harper’s Bazaar, and W magazine. Magazine column

This mirror surface design is definitely a breakthrough for the brand. Carolina Bucci said the source of the design idea is bold and innovative: ‘The first frosted gold design was from the Royal Oak case and strap, and then ‘roughened’, fully interpreting the imperfect Florence and the superb Swiss craftsmanship Come out, and this time is the exact opposite. Replace the textured Tapisserie checkered decorative plate with a smooth mirror surface. This concept is to create something interesting and unexpected. It is a symbol of the image of modern women. I know those who like to have topics. Women in sexual accessories will definitely fall in love with it. Mirrors and the surrounding environment have been interacting with each other, and the clothing worn by women, the decoration of the house, the light, the different times of the day, and the weather affect each other, and women will never stop. ‘

The designer watch’s new frosted gold watch replaces the textured Tapisserie checkered decorative surface with a smooth mirror. This concept is to create something interesting and unexpected, a symbol of the image of a modern woman.

Bold innovation also brings technical challenges. The mirror surface is the most ingenious accessory, and only the most exquisite craftsmanship can control it. The finished product made Carolina overjoyed, satisfied, and complemented the brand’s spirit of perfection in quality control. It also highlighted Carolina’s unique vision and uncompromising pursuit of standards.

In response to the dial of the watch, even the watch box has been changed to a mirror style. The mirror box is inlaid with frosted gold AP, making the box itself a decorative decoration.

The watch is equipped with AP’s 3120 movement, which functions as a junior pin plus date, so it is practically wearable.

Audemars Piguet’s board chairman Jasmine Audemars has always “loved” frosted gold watches, and since 2016 she has been wearing the first 37mm automatic watch. ‘I am amazed by the extraordinary creativity behind the frost gold watch. It is not only a work of art, but also a manifestation of advanced craftsmanship. Let us work together with Carolina Bucci to create a treasure on my wrist.’ She values ​​this more The latest limited edition mirror dial is designed as a ‘last adaptation’: ‘It’s unique and interesting. Now that you can look into the mirror with your watch, do you still need to take a selfie?’

Audemars Piguet Royal Oak Frost Gold Limited Edition

18K yellow gold / 3120 self-winding movement / hour, minute, second, date display / sapphire crystal, transparent bottom cover / waterproof 50 meters / diameter 37mm / limited 300 pieces / reference price: 345,000 RMB

Dancing In Time, Not Losing Shaohua

The warmth of early spring has not completely dissipated the coldness of winter, the breeze and the wind awaken the natural vitality, and Fangfei in March quietly blooms. Elegant women, aware of the pulse of early spring, are quiet, lively, and contented. The colors that symbolize the energy of life have been hand-held, and in a gesture of grace, they greet this spring’s own Women’s Day.
   Just like a ballet dancer dancing gracefully on the stage, with grace and grace, in the graceful years, the swaying posture. Aimron, a Swiss watch brand in Geneva, has carefully prepared for women who know how to live. It draws inspiration from the soft texture of ballerina’s skirt and chooses Jingya series watches to accompany women in every shining moment.
Elegance makes time more charming

   In the hearts of every woman, she had longed for the stage. Ballet, as an artistic classic in dance, and elegant body language, attracted the eyes of women. Amy Long Jingya series ladies watches, with natural and soft design lines, white leather strap and dial, reminiscent of the charming figure of ballet dancers, bright diamonds, set off women’s wisdom and brilliance. The simple appearance, built-in precise quartz movement, the thin willow leaf-shaped hands flow elegantly in the dial, like a dancer with arms dancing on a white veil.
Exquisite addictive self

   It is said that the girls who love to laugh will not have bad luck, and the delicate you will be more favored by Eros. Appropriate makeup does not conceal the appreciation of self, researching every detail, as if it is a sacred ritual in life, just like the dancer’s demanding requirements for each action. Exquisite, addictive and the best, the Amy Long Jingya women’s watch also grasps every detail. The stainless steel case is polished carefully, the beautiful luster is radiant and beautiful, and the strap of geometric beauty blends the brand’s iconic ‘Wings of Time’, elegant and fashionable, echoes the diamond time scale and exquisite appearance, which makes people love at first sight.
Personality as the protagonist of life

   Time is so fair to everyone, but your personality makes you different, such as the different roles of dancers on the stage, you are also irreplaceable. Amy Longjingya series adds unique personality for you, the delicate appearance reflects your feminine temperament, and the relatively wide disk surface adds elegance to your unique personality. The dial texture, inspired by the ballet dancer’s skirt, interprets the rhythmic dance in the relaxation of the lines. In the boundless time, it quietly rotates. At this moment, you are the protagonist.
Love yourself

   A woman who pleases herself? No, this time I am happy. Do not conceal the appreciation of yourself, seemingly narcissistic to give yourself a wink, fall in love with yourself, and enjoy the quiet time. Amy Long Jingya series ballet pendant watch, embellish your charming smile, break free from the traditional watchmaking, pendant design adds a touch of seductive charm to you. The precise Swiss quartz movement provides a steady stream of power for Dianmei’s willow hands. Adhering to Amy Long’s unremitting pursuit of beauty, the ballet pendant watch is not only a beautiful ornament, but also a perfect gift for yourself.
   Amyron focuses on discovering the beauty of women, perceiving women’s elegance from ballet, and carefully designing unique watch pieces for modern women. Amy Long has sponsored the Lausanne International Ballet Competition in Switzerland for a long time, supporting the new generation of the most talented and talented dancers. Ballet has also become a clear and unique brand mark of Amy Long. Dance in time, live up to Shaohua.

Hermès Adds Two New Versions Of Its Arceau Watch Series

The Hermès Arceau watch series is a classic created by brand designer Henri d ‘Origny in 1978. Recently, two new versions have been added to the collection.
The common feature of these models is their asymmetrical lugs: the design of the lugs connected to the stirrup belt is reminiscent of Hermès’s creation of high-end saddles and harnesses. However, the distinctive italic Arceau time stamp no longer exists, replaced by a special straw pattern embedded elegantly in the dial.

A 41-mm-diameter white gold case with blue and black V-shaped and small square Hermès ties.
Equipped with Manufacture Vaucher’s Calibre H1928 self-winding movement made exclusively for Hermès, both watches have a power reserve of 55 hours. The matte indigo alligator strap matches the color of the straw dial.
These two collector’s models were introduced together in the precious Makassar black and ebony watch box. The watch box itself is also inlaid with straw patterns. Its handicraft reflects the aesthetic core of the House of Hermès.

Hublot And Chelsea Launch The First Classic Fusion Series Chelsea Special Limited Edition Chronograph

Hublot and Chelsea Football Club jointly launch the first classic fusion series Chelsea Special Edition chronograph to celebrate the dynamic partnership between the world-renowned Swiss watchmaker and the Premier League champion team last season, The watch is limited to 200 pieces.

   The official launch of the new watch was held at the Chelsea Football Club Surrey training base. Hublot CEO Ricardo Guadalupe, Chelsea Football Club Managing Director Christian Paslow, Chelsea Football Club player Nemanja Martic, Francisco Fabregas, Eden Azar, Pedro and Bertrand Traore attended the event. To commemorate this special moment, five players led guests to participate in the football shooting challenge, win tickets to the home game against Manchester City, and the opportunity to visit the stadium.

   The new watch is the perfect combination of both values. The iconic Swiss watchmaking brands and world-renowned football clubs are all closely linked to quality, tradition and a relentless pursuit of excellence. For Hublot, this means creating high-quality, technically flawless watches that blend stylish design and the highest manufacturing standards; for Chelsea (or the ‘Blue Army’), the technology is smooth and accurate, and high-quality football clubs Motivate them to do better.

   In August 2015, after the first round of the Premier League in the 2015-16 season, Hublot and Chelsea announced a partnership. LED score screens, banners on the side of the court, and clocks placed at key locations around the court, Hublot are everywhere in Chelsea Stamford Bridge.

   Hublot CEO Ricardo Guadalupe said: ‘The cooperation with Chelsea has achieved great results in the past 6 months, and two great names have come together to become a source of happiness. Chelsea is home to the world The most fashionable city in the world (London), the team has a unique and distinctive style, the classic fusion series Chelsea Special Edition watch is not only a concentrated expression of two legendary names, but also an ideal choice for Chelsea Football Club. We sincerely wish Chelsea in 2015 Everything goes smoothly in the remaining games of the -16 season. Hublot loves football! ‘

   Christian Paslow, Managing Director of Chelsea, said: ‘I’m very glad to see the team’s name on this exquisite Swiss luxury watch. Thank you Hublot for your continued support and enthusiasm. Hublot is a cooperation we cherish. Partner, the classic Fusion Chelsea Special Edition watch has breathed life into the cooperation between the two parties, and it is an honor to witness this wonderful moment. ‘

   Classic Fusion Collection Chelsea Special Limited Edition with 45mm satin finish & polished titanium case and bezel, equipped with HUB1143 self-winding chronograph movement, chronograph laps at 3 and 9 o’clock, 6 o’clock Clock position with date display window, and can provide 42 hours power reserve. Through the sapphire crystal case back, the movement can be carefully retouched. In addition to the 12 o’clock position on the dial, the Chelsea Lion logo is also decorated on the sapphire crystal case back, touching the pulse, really close to the heart of the wearer.

   The blue dial is inspired by Chelsea’s iconic colours and is decorated with satin sunburst, hand-applied with the Chelsea lion logo at 12 o’clock. Water-resistant to 50 meters, the watch has a black leather strap (blue rubber lining and trim) and a stainless steel folding clasp.

   With the release of this new timepiece, Hublot once again emphasized the close connection between the brand and the sports world, especially football, and interpreted the spiritual connotation of the Hublot Love Football slogan. It is one of the most prestigious football clubs in the world. (Photo / text watch home Xu Chaoyang)

2014 Baselworld Baselworld —- Hysek Verdict 46mm Skeleton Double

HYSEK brought surprise again, and introduced the VERDICT 46mm Skeleton Double Tourbillon, the sibling of the famous VERDICT double tourbillon watch. The design and assembly of this watch is entirely done independently by the brand’s Swiss watch factory.

Reflecting HYSEK’s unique watchmaking technology, combined with watchmaking knowledge and bold creativity, the VERDICT 46mm double tourbillon watch can now provide the heart of the watch with a sapphire and blue tone dial. This double tourbillon is carefully crafted by HYSEK watchmakers and has over 331 components. The two tourbillons operate independently of each other and are connected by a differential gear mechanism by a double-precision fully automatic movement, giving this watch luxury and uniqueness.

HYSEK focuses on crafting this movement by hand, such as the rose compass decoration on platinum splints. The dial is contrasted by a polished sapphire and polished case. This translucent mechanical watch allows us to appreciate the fine craftsmanship also through the sapphire on the back of the watch. HYSEK did not forget that the date is displayed at 1 o’clock. A double oscillating weight is at 10 o’clock, which increases the power reserve of the movement. This watch is limited to 8 pieces worldwide.

Citizen’s ‘intellectual Progress’

2010 is the 80th anniversary of the establishment of Citizen Timepiece Co., Ltd. (hereinafter referred to as Citizen), and it is also the 15th year that Citizen has officially launched its solar-powered watch. This year, Citizen not only launched Super Sky Eagle Deluxe Edition, Super Titanium, and Eco-Drive DOME, and other products integrating leading technology and unique design. It also launched a series of innovative measures at the service and marketing level.
For example, Citizen’s single product barcode is the first in the watch industry, which is equivalent to creating an ‘ID’ for each Citizen watch, which truly protects the rights and interests of consumers. In terms of channels, Citizen has increased the expansion of flagship stores.
In addition, Citizen has been committed to the construction of mid-to-high-end brand image. In August 2010, Citizen invited the popular superstar Takeshi Kaneshiro as the spokesperson, and tried to promote the brand image with greater force through its “innovative thinking”.
In order to convey the brand spirit to the public in a more visual way, Citizen has organized a C-thousands list, hoping to inspire the C-spirit of the Creativity, Challenge, and Commonweal by showing the rich life experiences of C-thousands.
In short, in order to get closer to consumers and display the Citizen brand in a more comprehensive manner, this old watch brand that has entered China for more than 50 years is committed to conquering the market with its technology products that combine technology and beauty.
& ldquo; From the advent of the first Eco-Drive watch to the first to develop a radio-controlled watch, Citizen has been adhering to the spirit of & ldquo; never stopping & rdquo; innovation is an inherent gene of Citizen. Challenge, can Citizen lead the development trend of watch technology. & rdquo; The general manager of Citizen (China) Watch Co., Ltd. Ryufu Sugawa told the reporter of ‘New Marketing’.
Market positioning ‘New Marketing’: Citizen recently put forward the concept of a C-class master. This is a very new concept. What is a C-class master? Is this a concept you introduced specifically for the Chinese market?
Sumikawa Ryufu: We want to convey a message through the C celebrity list: Citizen is an innovative brand and has been challenging ourselves. The activities of the C-class masters emphasized the courage to innovate, dare to challenge, and enthusiasm for public welfare, which was in line with the brand spirit of Citizen. The several celebrities selected in the C-class talent list are very good young people in different fields, which reflects the spirit shared by the current generation of white-collar workers. We want to promote such a C-spirit through the C-staff list. This event is tailored for the Chinese market.
新 ‘New Marketing’: Many multinational companies analyze the Chinese market and believe that the Chinese market is too complicated. How does Citizen deal with the complexity of the regional market?
Sumikawa Ryufu: Citizen’s strategy when stratifying in the face of complex markets has commonalities and differences. The common thing is that the image must be unified. We sell more than 300 products, and dealers can choose products based on regional market characteristics. This is very flexible. But the same thing is that no matter where it is, it should reflect the ‘fusion of technology and beauty’ of Citizen and convey the spirit of the brand. Others allow dealers to choose, they know what the needs of the local market are, which can eliminate some regional differences in perception.
‘New Marketing’: What do you think are the preferences of Chinese consumers for watch consumption?
Izumikawa Ryufu: Their preferences are actually to choose watches based on their own preferences, attitudes and aesthetics, so as long as we make watches in line with the spirit of our own transmission, consumers will like them. ‘The fragrance of wine is not afraid of the alleys deep’, but now the fragrance of wine must let everyone know its existence, we must let the consumer groups know so as to resonate with them, and it is a kind of ideological resonance so that we can make it Have a sense of identity with the Citizen brand.
新 ‘New Marketing’: With the changes in the watch market, who are the target consumers of Citizen today?
Sumikawa Ryufu: Social elites and white-collar workers aged 25 to 40.
新 ‘New Marketing’: What are the advantages of Citizen watches that will surely impress these people?
Ningzhuo Chuanfu: Citizen is no longer a mid-range brand, we are positioned as a mid-to-high-end brand. Citizen has entered China for more than half a century, and has a very wide user base and high visibility. For a long time, Citizen has been constantly developing and insisting on innovation. This spirit of challenge and transcendence has kept Citizen in a leading position in the international watch industry.
As a comprehensive manufacturer, the movement used by each Citizen watch is produced by ourselves. At the same time, we can also improve the movement according to the design of the watch, or change the design of the watch according to the movement. From the day of its birth, Citizen’s mission is to provide high-end products and high-level services to all citizens around the world. We must not only do a good job of products, but also provide consumers with high-quality and reliable pre-sale, sale and after-sales service.
Today, the watch is no longer a simple timing tool, but also reflects the personality of the wearer. Adhering to the brand concept of “Persistent Passion, Intellectual Progress”, Citizen Watch hopes to convey a positive attitude towards life to the public and allow the public to fully understand the unique brand charm of Citizen.
Brand Promotion ‘New Marketing’: Although Citizen is positioned at the mid-to-high end, it may still be a mid-end brand in the minds of many consumers. What has Citizen done in improving its brand image?
Sumikawa Ryufu: First, the unified image of the terminal is mainly hardware construction, such as a unified VI system.
Second, we have a set of professional training methods for shopping guides. Citizen shopping guides in any region will use standardized services and sales etiquette in the sales process.
In addition, we also set up a consumer hotline. In the past, consumers did not have local consultation and complaints. After we established the hotline, there were constant calls. We gave timely answers to many confusions and incomprehensions, and this service was run through The whole process of before, during and after sale.
Moreover, we choose Takeshi Kaneshiro as the spokesperson for ‘innovative thinking’ advertising, and strive to make Citizen present a new image. Judging from user word-of-mouth and market feedback, our spokesperson advertisements have been positively recognized by the public, which shows that we chose Mr. Jinchengwu as a brand spokesperson is a very correct choice. As a superstar with international influence, Mr. Takeshi Kaneshiro has a high popularity no matter in Mainland China, Hong Kong and Taiwan, or Singapore and Malaysia. His mature, wise and strong personal image, he is committed to innovative products. The spirit of the R & D brand is highly consistent.
新 ‘New Marketing’: DOME launched by Citizen sells for 26,600 yuan, and the price is relatively high. Does Citizen want a high-priced strategy to create a high-end brand image?
Sumikawa Ryufu: DOME uses a light kinetic energy radio wave movement, which can receive radio signals from multiple stations (China, Europe, the United States, Japan) and automatically check the time, which is very accurate and convenient. In appearance, the case of this watch is polished by hand, each piece is unique and very precious. This manual sanding process can only be done by three or four people in the world, and the requirements on skills are very high. It may be only a dozen to make 100, because the process is complicated and the cost is high, so the price is high. Through DOME, we want to let consumers know the existence of Citizen’s cutting-edge products, and at the same time, consumers want to understand Citizen’s high-end products, and consumers want to experience Citizen’s leading technology and perfect design.
新 ‘New Marketing’: Technology is easy to be imitated, will this create a certain resistance to the promotion of brand image?
Lian Chuan Longfu: It is not only technology that supports the brand, but also the spirit of the brand, the brand’s ideas, and how to embed its consciousness into the brand. Comparing it from a product perspective, Citizen’s workmanship is different from other brands, so it is necessary to not only use technology to interpret the brand, but also a comprehensive explanation including the meaning of the brand.
Channel layout ‘New Marketing’: Citizen entered the Chinese market relatively early among watch brands. Does your flagship store integrate the original channels or re-select a new flagship store?
Izumikawa Ryufu: It is a re-selection. Citizen entered the Chinese market relatively early, and Citizen, Plum Blossom, Rome and other brands are relatively well-known in the Chinese market. But as Chinese consumers have more and more choices, we need to improve our brand image and brand value as much as possible. While adhering to light energy as the core technology of Citizen, we have expanded our product line and paid more attention to humanity and personality. These need to be supported by strong flagship stores. The original channel layout can no longer meet today’s market needs, so the current flagship store is completely reopened in accordance with Citizen’s strategy in the Chinese market.
新 ‘New Marketing’: What are the main issues you consider when opening a flagship store? Will it be restricted to which cities?
Sumikawa Ryufu: It is mainly to see which regions are suitable for opening flagship stores. Many flagship stores are jointly operated by Citizen and dealers. The dealers understand the local situation. We help them solve their worries. The maintenance of the flagship store is jointly completed by us and the dealers. We will not set the number of cities to drive, nor will we say that we will not drive when we exceed the budget in that year. We must maintain mobility in accordance with market demand.
The purpose of opening a flagship store or a specialty store is nothing more than to provide a comfortable and pleasant shopping environment for local consumers, to allow consumers to directly experience the innovative technology and taste of life brought by Citizen, and to give consumers more choices.
新 ‘New Marketing’: What are your criteria for selecting a dealer?
Izumi Chuanfu: First of all, they must understand the brand idea of ​​Citizen, and at the same time, they must cooperate with the pace of Citizen’s market promotion. If you fail to do both, you cannot become a partner for the time being.
新 ‘New Marketing’: When it comes to fashion, there is a saying that the United States affects Japan, Japan affects South Korea, South Korea affects Taiwan and Hong Kong of China, and finally affects Mainland China. Now that the market is becoming more and more open, what do you think of the development of watches in the Chinese mainland market?
Sumikawa Ryufu: I think the market is now in sync. There is no one who influences others. Chinese young people are very thoughtful and mature.
At present, the unit prices of some of our products in the Chinese market have exceeded the United States and Japan. We have unique products in the Chinese market because the consumer group has accepted our concept and accepted our price point. In fact, many high-end brands are now targeting the Chinese market. With the economic downturn in Europe and the United States, the consumption of high-end products in the Chinese market has not been greatly affected, so everyone has locked up emerging markets in China. We also value the Chinese market.